Keeping the business in the family

Lindsey, John, Gail and Casey Ueberroth, from left, in their offices in Newport Beach.They run the Preferred Hotel Group, a marketing and branding service for the high end hospitality industry. CHRISTINE COTTER, ORANGE COUNTY REGISTER

Six years ago, Lindsey Ueberroth had a talk with her brother Casey in which she detailed all the reasons he should think twice about joining her and her parents, John and Gail Ueberroth, at Preferred Hotel Group, the family business.

She pointed out that other employees would think he was overpaid and handed the job. He would have to work three times as hard to prove himself, and it would be difficult to meet others' expectations. She knew because she had faced all of those issues since joining the company three years earlier.

“It was the anti-sell,” she said. And it didn't work.

“I signed up the next day,” Casey Ueberroth said with a laugh.

Although the two have found their place at the company, Lindsey's qualms should not be understated, say family business consultants. Being a member of the family is not the same as being in business with the family.

“When you work with family members, you really need to understand each other,” said JoAnne Norton, an Irvine-based consultant for the Family Business Consulting Group.

For the Ueberroths, joining the family firm seemed a natural progression. John had been in the hospitality business his entire career, first working for his brother Peter (former baseball commissioner and organizer of the Los Angeles Olympics) at Transportation Consultants International, which became the world's largest travel representation company.

Gail was a travel industry professional who had often worked by John's side. Lindsey previously had worked with her father as an account executive at Ambassadors International Inc., which at that time was a global meetings and incentives company.

When John and Gail bought Preferred Hotel Group in 2004, they didn't have any plans for the children to join them in the company, which operates out of Newport Beach and Chicago and provides sales, marketing, branding and technology services to more than 650 independent luxury hotels.

“You hope that they want to do it, but it had to be an independent choice,” said Gail.

Lindsey, 37, says her father was subtle in his approach. She was doing change management consulting for Andersen Consulting (now Accenture) and her father invited her to go to a few of his client meetings, saying he valued her opinion. She got hooked.

“I actually just fell into it,” she said. She started with the company in 2004 managing global brand strategy, internal technology and brand performance. Heading into her 10th year, she is now president and heads the company's global growth strategy and oversees its five brands. Her big push next year will be a celebrations and events program targeting weddings, reunions and other social get-togethers for the company's members.

Casey's entry was also more happenstance. He started his career as a technology recruiter, later working as an assistant vice president for Wells Fargo Bank. His wife had traveled extensively and also was interested in the hospitality business. That eventually led to his “anti-sell” conversation with Lindsey and his jump to the company.

Casey's first job at Preferred was area managing director for the western United States, handling development and management for the region's hotels and resorts.

In 2008, he launched the company's Preferred Golf program with American Express, which allows members of the loyalty program free rounds and access to some of the most exclusive golf courses in the world.

At 35, he is executive director of strategic marketing, overseeing the company's marketing strategy in the Americas. He's getting ready to launch a Fantasy Golf program for the company's members.

User Agreement

Keep it civil and stay on topic. No profanity, vulgarity, racial
slurs or personal attacks. People who harass others or joke about
tragedies will be blocked. By posting your comment, you agree to
allow Orange County Register Communications, Inc. the right to
republish your name and comment in additional Register publications
without any notification or payment.